The growth of farmers' markets, like the one pictured in Malahide, Co Dublin, has been driven, in part, by people looking to shop locally.

Now, a new website, www.VegExchange.comis offering small growers and potential customers the opportunity to link up online.

Growers and consumers can register for free on the site and then track down small local fruit and vegetable suppliers though the use of Google Maps.

Users can add their location pin to a map, the fruit or vegetables they have to offer and a contact e-mail address.

Local consumers can then make contact using the e-mail address to buy or exchange their home grown produce.

"People are becoming more concerned about where their food comes from, how it is produced and the environmental costs of production. We want to help people find fruit and vegetables locally," said co-founder Mandy Leonhardt. Using Google Maps means VegExchange.com can be used anywhere.